Vietnamese New Year Campaign ‘Will your luck run out?’ Goes Live
Breaking The Brand’s supporters do it again - Vietnamese New Year Campaign ‘Will your luck run out?’ went live on the 16th January 2015. To follow up from our successful pilot campaign ‘Is it worth the risk?’, the Breaking The Brand project team has created a campaign for Vietnamese New Year or...
Poor Quality Demand Reduction Campaigns and Strategies Will Provide Ammunition for Pro-Trade Lobby Groups
It is no secret that the South African Government has approved the submission to the next CITES conference, scheduled to take place in 2016 in South Africa, to introduce a regulated international trade in rhino horn. Backing this approach are a number of pro-trade lobby groups. Even through the commonly...
By Harnessing A Human’s Reptilian Brain We Have A Chance To Save The Rhino
Over the last 6 months I have forgotten how many times I have recommended to my contacts in the conservation industry to watch the BBC series ’The Men Who Made Us Spend’ and in particular Episode 2. In this episode Jacques Peretti explores how fear has a powerful hold over our...
To Save Rhinos Three Strategies Need To Work In Unison
A lot is being done to save the rhino, yet poaching levels continue to increase and demand for rhino horn shows no signs of abating soon. With all the money going into protecting the species from possible extinction within the next 10 years, why aren’t we making inroads? From Breaking...
Giving up rhino horn to be accepted into a higher status group
Based on the information Breaking The Brand gathered from interviewing the users of genuine rhino horn in Viet Nam, we know that status and belonging to a high-status peer group are key motivators for rhino horn consumption. This was also the conclusion of work done by TRAFFIC in Viet Nam...
To Our Supporters Around The World – Look What You Have Achieved
More targeted demand reduction campaigns are needed to change the purchasing decisions of the users of genuine rhino horn driving the current rhino killing spree. Breaking The Brand is delighted to announce that our campaign, focusing on the primary users in Viet Nam, went live on the 15th September 2014....
Would you actively devalue something you had 16 Tons of and wanted to sell?
The South African government has around 16,437 kilograms of stockpiled rhino horn and a further 2,091 kilograms more is in private hands. In recent months the South African government has stepped up its pro-trade argument and undoubtedly there will be some private rhino owners who are pro-trade.
Pro-trade requires the...
Breaking The Brand Campaign Goes Live in Viet Nam
The Breaking The Brand is delighted to let all our supporters know that our demand reduction campaign went live in Viet Nam 15th September 2014.
Over the next 10 weeks, we are running 19 full and half page adverts in 5 magazines including 2 consecutive months in Heritage, The Vietnam...
Should We Legalise Trade or Focus on Demand Reduction?
South Africa is currently pushing a pro-trade agenda in rhino horn, in the hope of getting a trade legalisation decision at a CITES meeting to be held in South Africa in 2016. The stated objective is that only legalising trade will stop the poaching by driving down black market prices...
Killed for Useless Detox Drinks and Needless Business Gifts
An unborn rhino foetus removed from its dead and dehorned mother. In this poaching incident a wildlife ranger was also killed. It is not good enough for Vietnamese businessmen to try to disassociate themselves from this killing spree by saying “We don’t do the poaching, we only buy the horn”....
One Person’s ‘Myth’ Is Another Person’s ‘Cultural Belief’
Of the series of adverts created for the pilot campaign have been tested, one in particular has generated more comment than all the others put together:
In this test advert we use the term “to medicate” and people feel that this may give the use of rhino horn legitimacy. As...
Influencers Can Guide Rhino Horn Users Into GREEN
The people of Viet Nam like many countries throughout Asia have developed an interdependent self-concept vs. the independent self-concept more typical in Western cultures. As a result, it is much harder to set yourself apart from, challenge or put personal preferences before the norms of your group. To do so...